5/3 brand expression
5/3 bank
Brand Expression, Design System, Art Direction
Fifth Third has always had a powerful symbol at the heart of its brand: the Shield. We evolved it from an identifier into an expressive system—a Portal into the lives, ambitions and possibilities Fifth Third helps move forward. Built around this idea, a refreshed visual language brings new dimension to the brand through color, typography, photography and motion, while staying unmistakably Fifth Third.
The Shield is our heritage reimagined as a portal to the people and possibilities it protects.
The 5/3 Portal. A window into the lives, ambitions, and moments we help move forward.
Building on Fifth Third’s Fundamental palette, the new Radial palette adds depth, energy and dimension while staying unmistakably Fifth Third. Alongside it, an entirely new typographic family brings a distinct voice to the brand, inspired by the curves of the Shield and the angle of the Slash.
